Scent quiz on the perfume category page: +24% conversion rate
Commentary byLiftArchiveOur analysis, not theirsAdding a short scent quiz that recommends fragrances to Theater's perfume category page raised conversion rate by 24% and revenue per visitor by 20.44%.
ConvertPolo ran this A/B test for Theater, a fashion and lifestyle brand, and it was published as a VWO case study. Add-to-cart rose 15.09%.
- Conversion rate: +24% against the static listing.
- Revenue per visitor: +20.44%.
- Add-to-cart: +15.09%.
The change
Interactive scent quiz added to guide shoppers to a fragrance.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The perfume category page showed a static list of products with no guidance.
Variant
A short interactive quiz asked about scent preferences and recommended matching fragrances.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Perfume can't be smelled online, so a long list gives shoppers little to go on. A quiz turns preferences into a shortlist.
- Fewer, tailored options cut down on choice overload.
- A recommendation feels like advice, which can give shoppers the confidence to buy.
Caveats: No sample size, test duration or significance level was published.
Who ran it
ConvertPolo ran this test for Theater and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on ConvertPolo →
How to run this test on your store
- Hypothesis
- If we add a short preference quiz to a hard-to-choose category, then more visitors will buy, because tailored recommendations replace guesswork.
- Primary metric
- Conversion rate from category page sessions
- Guardrails
- Revenue per visitor
- Quiz completion rate
- Return rate
- Who should test it
- Stores with categories that are hard to judge online, such as fragrance, skincare or coffee. If shoppers usually know exactly what they want, a quiz gets in the way.
Questions
Do product quizzes increase conversion rates?
Theater's perfume quiz raised conversion rate by 24%.
Quizzes tend to help in categories where shoppers struggle to choose.
How long should a product finder quiz be?
Theater kept it short. Fewer questions mean more people finish, so ask only what you need to make a good match.
Where should a quiz go on a category page?
The case study placed it on the perfume category page.
Putting the entry point near the top makes it easy to find.
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